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If you’ve been following our blog over the past few months, you may remember that in October we announced a new and updated Usabilla for Apps solution that included targeted in-app surveys.

Targeted surveys allow you to understand how your customers are experiencing your app at specific moments, and then to improve that experience. But don’t just take it from us: a number of our clients have already put the feature through its paces—and it’s come through with flying colors.

So, how can this solution boost your app’s performance?

Timing is everything 

Target the right customers at the right time in their journey (once they’ve taken a particular step, for instance): “And you’re done! Mind if we ask how easy it was to book this ticket?”

Measure digital KPIs

Find out how satisfied your customers are with your app as a whole, or with specific features. That way, they can let you know about any issues they’ve run into so your team can make the changes right away.

Tailor surveys to any scenario

With custom-defined user events and metadata, you can deploy a whole range of standard targeting options such as language, completion of x or y step—and of course, you can always add triggers of your own.

Gather insights without distracting users

Make sure your surveys don’t interrupt users while they are...

Wow, just like that 2017 has come to a close and what a year it has been! Looking back it’s been a pretty exceptional year for Usabilla but, more importantly, for our customers, products, and employees too.

So, what’s next for 2018? Well, one of our new year’s resolutions is to share more with our Usabilla community.

That’s why we decided to dig into the numbers and share our favorite 2017 statistics with you. From the amount of peanut butter jars we scraped clean to the number of Robins we hired – click through to see our Year in Review.



The post 2017: A Year in Review appeared first on Usabilla Blog.

Our tastes and needs as consumers change as quickly as technology develops, and it’s the job of great design to keep pace.

But, although design is evolving in response to our needs, it’s not always easy for the average internet user to point to current or upcoming trends in design. Trends come and go, but they are a reflection of what we perceive as normal, usable, and attractive at any given time.

In 2016, we saw digital design fully embrace the medium of the screen with an emphasis on responsive, flat, and mobile-friendly designs. In 2017, we saw the functional trends of previous years take on a more colorful and dynamic character with playful color palettes, gradients, and bold shapes. This year, design is pushing us even further.

The design team at Coastal Creative predicts that 2018 will be a year filled with contrast, a theme that speaks to the ever-blurring distinction between the real and the digital world.

Combining the playfully nostalgic with the ultra-futuristic, here are the digital design trends we can expect to see a lot more of in 2018:

1. Intersecting Elements

Bold typography made a huge impression in 2017 and will continue to do so in 2018. We’re beginning to notice more typography leaving the text box to interact and intersect with other design elements.

As Neha Singh, founder of VR shopping platform Obsess points out:

“The biggest internet companies of the first generation are built around access to information” – just look at the likes of Google, Facebook, and Amazon.

However, she continues, “the emerging generation of big internet companies is being built around giving people experiences. Snapchat is meant for in-the-moment experiences with your friends with no digital information left behind. Airbnb aims to make you experience another city like a local.”

As users, a status box to signify the sharing and organization of information no longer stimulates us. Our connected and mobile devices are changing the context of our online interactions.

Now we’re seeking high-speed interconnectivity, omnichannel experiences, and virtual reality adventures.

A new reality

2016 is considered year zero when it comes to virtual reality experiences. It saw the launch of consumer devices with around 6.3 million VR headsets sold by companies including Facebook and Google. This established a firm presence for virtual reality (VR), augmented reality (AR), and mixed reality (MR) technology in media, education, and marketing. 

But this rapid growth has not come without its challenges, particularly when it comes to the way the virtual realm is designed and produced. It’s relatively uncharted territory for both user and creators alike.

So, we thought we’d...

As online shopping continues to be the quickest and smartest way to purchase goods, the role your eCommerce platform plays in the holiday season is becoming more prominent than ever.

Just this year, according to Shopify, consumer searches for Black Friday and Cyber Monday deals began to spike 6-weeks before the shopping holiday. And on Black Friday itself, our own eCommerce clients received an average of 30% more feedback items, compared to a normal (online) shopping day. What’s more, a recent report by Walker Sands shows that 41% of consumers completed all or the majority of their holiday shopping online in 2016.

Customer expectation is higher than ever

These numbers not only mean consumers are embracing online and omnichannel shopping at increasing rates, they also suggest that customer expectation is higher than ever.

Decibel Insight summarizes, “Thanks to brands like Amazon, Uber, and other applications we all know and love, be it in-store, on web, mobile, or native apps, modern consumers expect a fast, flawless experience – and have no problem going elsewhere to find one.”

Customers are expecting retailers to go above and beyond this holiday season, with seamless customer journeys that make for a stress-free present haul.

Luckily, there’s a whole bunch of data you can tap into so you can make optimization decisions that will not only increase revenue...

Recently, Icons8 Magazine published a story from the dark side of design. A tale of colossal failure (their words) after they decided to redesign one of their services and lost 47% of its users in the process.

The article goes into detail about how Icons8 developed and promoted their ‘Request Icon’ feature. The intended goal was to replace an old design – making it simpler and more modern while continuing to drive conversions. However, after the redesign, the company found that almost 50% fewer users were requesting icons even though their overall website traffic remained the same.

The moral of the story? If you don’t first test a new or updated design on your users, you cannot predict its success. Although, in retrospect, it made for a great learning experience, here’s what you need to know in order to avoid a bittersweet design failure story of your own.

Why should I run user testing?

As Icons8 have demonstrated, gaining an understanding of how people use your product is vital if you want to achieve high user satisfaction.

This is where you should turn to User (or Usability) Testing – the process of both talking and listening to your users while they interact with...

In an attempt to become more customer-centric, an increasing number of companies are embracing a data-driven approach. And, thanks to continuing advances in big data technology, there’s a huge amount of it right at our fingertips.

In fact, according to Forbes, “data-driven organizations are 23 times more likely to acquire customers, 6 times as likely to retain those customers, and 19 times as likely to be profitable as a result.” It seems big data has become an invaluable tool for creating value in a business, eliminating a reliance on ‘gut feel’ decision-making.

Information overload

You may have heard these numbers before. Whether it was in a clickbait LinkedIn article or a boardroom meeting, the push to become more data-driven in our day to day work has become quite overwhelming.

But, do we really know what it means? What even is big data? How do we use it to become data-driven? And, more importantly, how does it mean we’ll all suddenly smash our goals and become incredible at our jobs?

Welcome to our big data blog series, where we’ll tackle these concerns head-on. So, let’s get started with the basics.

What is big data?

If we look at Wikipedia (because let’s face it, we all do), big data...

From the moment you wake up, your brain consciously or subconsciously starts making decisions. It can be anything, from debating if you want to sleep for another 5-minutes to deciding if you want to get a beer with your colleague after work or simply go home and watch the latest episode of Stranger Things.

These choices are merely 2 out of the 35,000 decisions that you unconsciously make every day, not to mention the ones you really need to rack your brains for.

So, it’s safe to say, by the end of the day you’re pretty tired.

The paradox of choice

The society we live in is ruled by choices. From the clothes you wear to the selfies you post, there are a million choices available in this technology-driven world. However, more options don’t necessarily mean better options. On the contrary, having too much to choose from is exhausting.

Too many choices can lead to decision fatigue – deteriorating the quality of decisions made by a person. This is because the human mind finds it overwhelming to process a lot of information at once.

What’s more, when the human mind finds it too hard to process a decision, it chooses the easy way out i.e. decision avoidance. People would rather not make a decision than making a half-hearted choice that they might regret.

This concept was proved by Sheena Iyengar and Mark Lepper in 2000 with the, now infamous,...

Recently, we posed a question to our Twitter followers and our UX Designers here at Usabilla:

We received quite a few responses, but one answer really stood out: UX professionals struggle to prove the value of their work within their organization. This is an interesting challenge. How do UX professionals measure and determine the success of their work? How can they begin to determine what aspects of UX design are measurable and how do they go about doing so?

Google has developed two very effective methods, whereby you can define:

  • The quality of user experience (the HEART Framework)
  • The goals of your product or project (the Goals-Signals-Metrics Process)
Determining UX Quality with HEART

HEART is a unique UX Framework created by Google. HEART consists of 5 pillars that help you to measure the quality of your UX work and define specific metrics. These include; Happiness, Engagement, Adoption, Retention, and Task Success. As every product and target audience is different, you should include the pillars that are most important for your particular project.


This pillar measures user attitudes regarding your product or a specific feature of your product. You can implement a user feedback solution, like Usabilla, in order to roll out surveys and measure elements like user satisfaction,...

We all know that listening to your users is the best way to improve your website, product, or services – but, how do you know which questions to ask to get the feedback you need?

Quantitive data is great, but the true value in collecting user feedback lies in the qualitative data i.e. the information you can actually do something with.

After all, if your feedback isn’t actionable, what’s the point?

Before you get started with user feedback, you must first define your objectives. Are you trying to find out why people are leaving your site? Do you need to know what’s standing in the way of conversions? Do you want to catch bugs and errors before they cost you time, money and resources?

Depending on your objectives and goals, the range of things you ask your users will vary. However,  there are some fundamental questions that are useful and applicable for all kinds of businesses and will help you get the rich, qualitative answers you need to make real improvements on your site.

The Questions Why did you visit our website today?

This is a really clear way to find out what your customers are looking for and whether you’re actually providing it for them.

Some of the answers to this question might surprise you or shed light on user objectives that you hadn’t even considered. Are the right people (i.e. your ideal clients) visiting...

As more and more companies place a stronger focus on a customer-centric approach, optimizing the customer experience has never been so important.

The most sophisticated businesses are making customer-centricity and emotional connection a part of their broader strategy. And what’s not to love? An engaged and satisfied customer will not only remain loyal, but their affinity to your brand will also encourage new leads. Resulting in an increase in both conversion rate and return on investment (ROI).

One company, in particular, that has customer engagement high on its list of priorities is Usabilla for Email client, Freo. As an online lender, the company recognizes that trust and engagement are key foundations for happy clientele.

We sat down with Renate Smeulders, Campaign Manager at Freo, to find out more about the role Usabilla plays in measuring and monitoring the loyalty of existing customers.

Why did you decide to invest in user feedback?

At Freo, we like to know that we’re providing the best customer service possible. We want to know how our customers perceive our brand at all points in the customer journey. And, in particular, if they identify with our core values: customer care, personable, low-priced, and transparent.

The only way to find out if we are achieving this is...

Gone are the days when learning was confined to classrooms filled with rows of clunky desktop computers. Smartphones, tablets, and modern technology in general have made online learning, also known as eLearning, accessible to everyone.

With this in mind, UX designers need to consider certain design elements that will ensure effective learning regardless of device. One of the main factors to impact effective learning is the struggle to retain information when you’re overwhelmed by too much text, too many visuals, or both.

We looked into how this need for simplicity impacts the six eLearning design principles – which take into account wider adult learning theories as well as general best practices for eLearning design.

1. Multimedia Principle

For learning, using a combination of media types is more effective than using text alone. But beware, research shows that using irrelevant graphics can actually impair learning.

A combination of relevant visual, audio and textual content works well; however, the most effective pairing is visual and audio together. Bear in mind that people can generally only pay attention to one visual and one audio element at a given time, so try to keep it simple.


This is a good example of...

Exciting news: It’s finally time for our new and updated app solution to take off from pilot status into the hands of the public!

Over the past few months, we’ve been piloting targeted in-app surveys as part of Usabilla for Apps. Collaborating with a handful of our enterprise clients, our mobile product team has been able to develop, improve, and perfect the beta release into a tangible solution that you can start using now.

Targeted in-app surveys? What are they?

Glad you asked.

We understand that timing is critical when it comes to your users’ mobile moments. That’s why Usabilla for Apps now has the capability to target a specific user journey, behavior, or status based on completely custom events.  

With targeted in-app surveys, you can take collecting feedback to a whole new level. Trigger non-intrusive surveys during specific mobile moments and gather the invaluable user insights you need to continuously improve your app.

Optimize your app experience

    • Reach users at the right moments: We’ve developed extensive targeting options that allow you to pinpoint precise moments in the user journey, encouraging great conversion and valuable feedback. On top of this, you can set specific moments to be off-limits so users will never be interrupted during critical flows or transactions.
    • Tailor surveys for every scenario: With custom-defined user...

Get to know the faces and spaces that make up Usabilla in our Spotlight series. Next up to face our roulette of Infrequently Asked Questions is Ariadne – who might have submitted the most adorable pet tax yet.

Name: Ariadne Gomes (a.k.a. Dine)
Position at Usabilla: Front-end developer
Nationality: Brazilian
Office location: Amsterdam
Mandatory pet tax: This adorable young lady is Arwen. She is a professional fly hunter and a purr machine. She also likes to sleep in the weirdest places. <3

Last thing you did before you left the house this morning? (Not including the wallet, phone, keys dance.)
Wish I had remembered the wallet, phone, keys and especially to dance.

Which song best describes your role at Usabilla?
Technologic, Daft Punk (I know I’m probably not the first to say this!)

What’s the most embarrassing film/show we’d find in your Netflix history?
I wouldn’t say embarrassing, but usually people are impressed by all the cartoons I watch, like Adventure Time, Rick and Morty, Bojack Horseman…

Weirdest way your name has been spelled on a Starbucks cup?
Not on a Starbucks cup, but I once received some mail addressed to “Ms Abacate Gomes” (Abacate means avocado in Portuguese)

Do you have a favorite quote from a movie?

Optimizing and improving the user journey has become a key focus for an array of industries over the past few years. More and more organizations are prioritizing a smooth digital experience for their online visitors and, in turn, are reaping the benefits.

At Usabilla, we’re exceptionally proud of the variety of clients we’re able to help achieve this and, in particular, how we can use our specialist knowledge across a variety of industries.

So, we sat down with the University of Twente, hailed the Netherlands’ most entrepreneurial university, to learn more about the ways an academic institution benefits from implementing user feedback.

Anne Heining, Website Coordinator in the University’s Marketing & Communications department explains:

“As product owner of the content management system, I’m always interested in new ways to improve our website, use new technology, and help our website admins across all departments with maintaining their pages.”

When the team wanted to rebuild their backend environment to better allow 1500 faculty members to edit and maintain their own environments for their respective students, Usabilla proved to be an invaluable helper. Anne tells us more about the process below.

What, would you say, are the biggest challenges in developing and maintaining a University website?

The biggest challenge is to get all 1500 CMS admins updated to make...

Last month we hosted our very first public event in the US – an intimate breakfast session in the heart of New York City!

A rooftop space at The Standard provided the perfect setting for the event with a rather spectacular, albeit cloudy, 360-degree view of the iconic NYC skyline. Good food, good views, and a chance to learn more about improving your UX – what more could you need?

The event provided a chance for both clients and prospects to network and gain valuable insights into the uses and benefits of the Usabilla platform. Our team was incredibly pleased with the event and hope it will translate into the success of future events.

In case you couldn’t make it and are eager to know what you missed, keep reading for an overview of the conversations had and the insights gained.

Martin Huegli: Usabilla NYC Introduction

“We believe user feedback is an essential part of a tech stack to help teams be customer focused.”

Our VP of Sales, Martin Huegli, began the event by introducing Usabilla and the NYC office to attendees. He gave a quick background on the company and touched upon our goals for the future as Usabilla’s North American influence grows.

Mat Friedman: How Survey Tools Improve UX Research

“When you first ask customers about their experience you...

User feedback. It’s not only what we provide, here at Usabilla, but it’s what we believe in too. Collaborating with clients gives us a direct channel to build the products and features our users need.

That’s why we’ve been piloting a brand new feature for Usabilla for Apps with a handful of our enterprise clients. Taking their feedback into account with each iteration, we’ve been able to develop and improve our beta release of targeted in-app surveys – meaning it’s almost ready to go public!

Usabilla Product Owner, Tjerk Muller, and Mobile Designer, Gijs Bakker, put together the following post summarizing the learnings and importance of this client collaboration, alongside a sneak peek of what’s to come later this month:

A word from our mobile product team

The Usabilla product department takes a lot of value in collaborating with our clients. Most recently, we’ve doubled down on our efforts to provide our clients with the most advanced Usabilla for Apps platform yet. We are currently in closed beta but we’re on track for a public release this fall!

The development of our new platform focused on client co-creation from the start. Instead of inferring customer needs, we were able to use client feedback to co-create the best possible solution together in a private...

User feedback and web experimentation are great processes on their own and can give you tangible, actionable results. However, if you want to be truly data-driven and user-centric in your approach to optimization, you need to combine quantitative and qualitative sources to deliver the seamless digital experience your users are looking for.

But, where to start? So much data can seem overwhelming, we get it.

Optimizely X Usabilla Summer Workshop

That’s why we teamed up with experimentation platform and our newest partner, Optimizely, to host a Summer Workshop about the impressive optimization benefits of using our solutions in tandem.

Our very own Solutions Consultant and speaker at the event, Sven Cune, explains, “We wanted to demonstrate the power of combining user feedback and experimentation and show how easy it is to achieve this with the new Optimizely/Usabilla integration.”

Plus, we invited the team from global airline KLM to share their experience combining experimentation with user feedback to achieve customer-centricity and continuous innovation.

The main event

Martijn, Sr Manager of Solutions Engineering EMEA at Optimizely, kicked off the workshop with some interesting customer experience statistics. Customer expectation is higher than ever, with 76% of consumers expecting an organization to understand their needs.

Martijn explained, “customer experience is your competitive advantage and the...

Get to know the faces and spaces that make up Usabilla in our Spotlight series. Next up to face our roulette of Infrequently Asked Questions is Lily. From Amsterdam to London via New York, she’s the only Usabilla employee to have worked full-time from three different office locations!

Name: Lily Christensen
Position at Usabilla: Head of International Development
Nationality: American
Office location: London

What would you call your own personally brewed beer brand?
I.Plié (pronounced eye-plee-yay), a line of IPA’s exclusively for dancers like myself.

What’s the most embarrassing film/show we’d find in your Netflix history?
Jane the Virgin. I’m not even sorry.

Do you have a good celebrity encounter story?
I’ve ran into Hilary Swank twice. Once in the mountains of Italy at a film festival, and once with her staring at me surreptitiously over a coffee cup in a NY coffee shop.

I saw “Boys Don’t Cry” at much too young of an age and was scarred for a couple of years, so really it was a healing experience to see in fact she is alive and well and no longer in a small town surrounded by bigots.

Who is the first person you’d thank in your Oscar acceptance speech?
Oprah, with the hopes that Oprah would hear about it and then...